the Insight
Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.
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Nowadays, it’s not only cool to care, it’s a necessity of branding. But if you're considering brand activism in your own marketing strategy, take a second to question your motives and approach, argues global creative services company The Moon Unit.
Patagonia's new feature doc helps shine a light on 'the arrogance of Man'
Artifishal is a new documentary commissioned by outdoor clothing company Patagonia. The film charts the human need to control nature and, specifically, the impact that has on wild salmon. Here, the film's director, Josh Murphy, explains why a brand's voice can be an important weapon in fighting back.
British identity without Brexit: are brands kidding themselves?
Brands have always been quick to align themselves with ideals, evoking purpose through creativity. But with Brexit, are brands treading on eggshells and lacking conviction so that what they’re saying - just like the politicians - isn’t much of anything at all?
How to… turn lapsed copyright into storytelling gold
Joe Wade, MD and Co-Founder of Don’t Panic, explores the hidden creative potential of out-of-date IP.
Why CSR is not a trend but a new way of doing business
From saving the oceans to gender empowerment, political engagement and beyond, brands are getting involved in conversations they might previously have avoided. With Corporate Social Responsibility now more important than ever, Kate Hollowood investigates which brands are doing it right and how to avoid getting it wrong.
Aftershock: where next for charity advertising?
As we continue this month's exploration of Advertising for Good, Tim Cumming looks at how charity advertising has had to evolve. With the desensitising nature of social media and one of the three traditional tenets of charity work - shock - now less impactful, can the remaining two - empathy and fear - help raise the awareness and donations necessary?
How to... start a Brown Riot
Gradual progress on diversity is good but it’s time to accelerate the change, says Sydney ECD and Brown Riot podcast creator/host, Ant Melder.
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How to... animate the future
Boo Wong, Group Director of Emerging Technology at The Mill, explains how real-time character animation systems like Mill Mascot are revolutionising filmmaking.
The art of the cel
From candlelit cave paintings to spectacular Spider-verses, mankind's been making moving drawings for millennia and, as far back as the late 1800s, adland has been harnessing its magical powers. Carol Cooper chats to industry magicians about the state of the animation nation today.
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